Aviva's sponsorship of the Tour of Britain and Women's Tour will end after this year's race ©Getty Images

SweetSpot Group has announced they are looking for a new title sponsor for the Tour of Britain and Women's Tour after confirming Aviva's backing will draw to a close after this year’s races.

Aviva were announced as the title sponsor of Britain's biggest professional cycle races last year, with their support also aiding the Tour Ride and London Cycle events.

"We are proud of the contribution that we have made to cycling in the UK with our sponsorship of the Women's Tour and the Tour of Britain and it has been an honour to play a part in developing these fantastic events,” said Lindsay Forster, Aviva’s marketing director.

“We will be looking to focus our activity on projects such as the Aviva Community Fund that provides funding to hundreds of community based projects across the UK, and we wish SweetSpot, the organisers of both races, the best of luck for the future."

SweetSpot claim the two races offer an unparalleled platform for sponsors due to their global reach, with the eight-stage Tour of Britain watched on live television in 130 countries during the 2015 edition of the event.

Over 1.2 million spectators were believed to have watched the stages at the roadside, with Norway’s Edvald Boasson Hagen eventually crowned the race winner.

Meanwhile, the second edition of the Women’s Tour saw Germany’s Lisa Brennauer win the general classification.

The 2016 edition of the race is part of the International Cycling Union’s (UCI) new Women’s WorldTour calendar and will be one of three stage races for women in Europe.

The Women's Tour is part of the new UCI Women's WorldTour calendar
The Women's Tour is part of the new UCI Women's WorldTour calendar ©Getty Images

"An exciting opportunity now exists for a new title sponsor to partner with us and take Britain's premier men's road cycling event to a new level,” said Hugh Roberts, SweetSpot Group chief executive.

“The future of cycling is bright and this year promises to be tremendous with the Rio 2016 Olympics and Paralympics and the launch of the UCI's Women's World Tour.

"The Tour of Britain and The Women's Tour are iconic British sporting events with global reach offering an unparalleled platform for our sponsors.

“We are confident that the proposition is extremely attractive for potential partners committed to growing these world-class events going forwards."

The Aviva Women's Tour is due to take place from June 15 to 19 and the Tour of Britain is scheduled for September 4 to 11.

Both race routes are expected to be revealed in February.